IEC in Sports agrees athletics deal in Africa 29/10/2010 |
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IEC in Sports has signed a deal with Sports Extra Time (SET) for the Sub-Saharan African territory for the IAAF World Athletics Series between 2011 and 2013.
Under the terms of the agreement, SET will acquire a package of media rights, including terrestrial, free-to-air and pay-TV satellite rights, as well as internet and mobile rights.
The deal covers all of terrestrial Sub-Saharan Africa with the exception of South Africa and Ghana, where IEC has already concluded agreements.
SET has under contract a network of terrestrial broadcasters and has provided to IEC and the IAAF considerable terrestrial broadcast guarantees across Sub-Saharan Africa.
SET is a Swiss-based company active in the field of sponsorship and media rights acquisition and distribution, and already has a contract with the Confédération Africaine d'Athlétisme (CAA), the IAAF’s continental association for the territory of Africa.
“We are very happy that our expansive approach to the sale of rights to the World Athletics series in Africa continues to bear fruit,” said Jonas Persson, chief executive of IEC in Sports.
“We looked at all the commercial and development aspects of the continent in our sales strategy and this most recent deal represents another step forward in ensuring that the true value of these rights are realised, without sacrificing the goals and objectives we share with the IAAF in the evolution of the sport of athletics.”
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